The characteristics of services profoundly impact on delivery of tourism and hospitality products. Discuss and illustrate the strategies which you would use to control the negative effects of variability and inseparability in service encounter.
Apply the phases of the consumer decision-making process to your selection of destination for your next holiday.
‘Market segmentation is deliberate policy of maximizing market demand by the directing marketing efforts at significant sub-groups of consumers where geographic psychographic and demographic variables are commonly used to segment markets.’
How far do you agree with this statement in relation to market segmentation performed in tourism industry?
a) ‘Recovering from service failures needs commitment, planning and clear guidelines from the part of an organisation. Effective service recovery must therefore be proactive, trained, planned and empowered.’ describe to which extent you agree with this statement.
b) Illustrate the factors you would consider when designing service guarantees for tourism and hospitality organisations?